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2013/2014  KAN-SOC_VFCC  CO-CREATION AGAINST CLIMATE CHANGE

English Title
CO-CREATION AGAINST CLIMATE CHANGE

Course information
Language English
Exam ECTS 7.5 ECTS
Type Elective
Level Full Degree Master
Duration One Semester
Course period Autumn, Spring
Changes in course schedule may occur.
Monday 11.40-14.15, week 6-15
Time Table Please see course schedule at e-Campus
Max. participants 48
Study board
Study Board for MSc of Social Science
Course coordinator
  • Sigvald Harryson - MPP
Administrative contact: Karina Ravn Nielsen, tel.: 38153782 or email: electives.lpf@cbs.dk
Main academic disciplines
  • Innovation and entrepreneurship
Last updated on 23-10-2013
Learning objectives
After completing this course, the participants should be able to:
  • Recognize and resolve the critical business issues ecopreneurs confront in the transition from creation to commercialization of a new invention, including assessing the pros and cons of using different types of media – such as videos – to communicate the Unique Selling Point and reach the target customers.
  • Define clear PPP (Planet, People, Profit) value-propositions that communicate value for the intended users and the Planet as a whole effectively and attractively in a language understood from all critical perspectives of ecopreneurship: Customers, Business and Technology – and using the best suited media in new and innovative ways
  • Analyze and address the entrepreneurship- and sustainability-related challenges encountered in the course – such as Using the right type of media for successful commercialization Finding the right target audience for commercial success Accelerating the transition from early adopters to the early majority Addressing local markets or going for Born Global Markets right away.
Examination
CO-CREATION AGAINST CLIMATE CHANGE:
Examination form Oral exam based on written product

In order to participate in the oral exam, the written product must be handed in before the oral exam; by the set deadline. The grade is based on an overall assessment of the written product and the individual oral performance.
Individual or group exam Individual
Individual oral exam based on a mini-project of 15-20 pages (1 page = 2275 characters; excluding Appendix: the video(s) on DVD or USB memory stick) written in groups of 3-5 students. The mini project should be focused on a cleantech innovation that has recently grown out of research from CBS, DTU, KU or industry, with strong potential to protect the planet against climate change. The mini project is written in parallel with the course and must be submitted approx. one week after the last class session. The mini-project should include six specific areas:

1. Focus on Protecting the Planet against Climate Change: How does your concept/technology create solutions to the climate-challenges (please quantify the intended impact on climate-change)?
2. Business Relevance: What kind of market research have you made (competitor intelligence, customer interviews, web-surveys, trend observations, etc) to confirm that there is a real market need for your suggested business/innovation?
3. Market Reach: How do you/or can you make sure that you reach the early majority within your target segments (as opposed to only reaching the early adopters)?
4. Co-Creation Explained and Illustrated:
• Definine co-creation from well-selected references to explain what the term means and clarify what does not mean (feel free to use literature of your own choice if the suggested list of references is dated)
• Explain how co-creation differs from co-opetition and from collaboration.

5. Co-Creation of Media Innovation: How did the co-creation of the supporting video unfold and what are the key-learnings in terms of making co-creation work in practice?
6. Theory: Which co-creation theories (from the syllabus and beyond) helped you to enhance the chances of succeeding with your concept/business? Which theories from the syllabus did you not find useful and why?

The performance assessment of the exam will be based on the following criteria:

- The student shows profound understanding and appropriate application of theories, concepts and methods given in the course.
- The student is able to link findings from an actual application to insights on science-based entrepreneurship and media innovation.

1. Appendix: One or several videos made to enhance the market impact of the innovation and accelerate its commercialization. This can be a video highlighting the benefits of using renewable energy, renewable materials or clean urban mobility solutions. It can also emphasize the consequences of continued use of nuclear or fossil fuels. It should have a soul-touching impact with high potential to go viral so as to trigger as many people as possible to take action to meet reality – before reality catches up with us.
Size of written product Max. 20 pages
Assignment type Project
Duration
Written product to be submitted on specified date and time.
20 min. per student, including examiners' discussion of grade, and informing plus explaining the grade
Grading scale 7-step scale
Examiner(s) Internal examiner and second internal examiner
Exam period May/June and December/January
Make-up exam/re-exam
Same examination form as the ordinary exam
Course content and structure
This course is part of the CIEL “Green Innovation in Cities” Program.

Technology Content:
The DTU contributions of Jens Nørkær Sørensen (+ Robert Mikkelsen and Martin Hansen) cover emerging technologies and inventions in clean energy such as small-scale wind turbines and solar systems in the range of 2-30 kW (sufficient to power one average household up to a community of houses) with several possible areas of focus:
  1. Diffuser-based solutions for higher power output compared to resources used
  2. Low noise rotors. This may leverage the Science of Nature (biomimics) for improved aerodynamic and acoustic performance
  3. Using sustainable materials to reduce the carbon footprint of wind turbine solutions.

Entrepreneurship and Collaboration Content:
The teaching by Sigvald Harryson will focus on the most essential steps from idea to implementation:
  • Ideation through brainstorming techniques to create new breakthrough ideas
  • Clustering ideas into initial concepts
  • Refining the most promising concepts into solid business plans
  • Reviewing best practice in Business Plans and related videos
  • Designing and refining smart business models – targeted towards clearly defined and well-analyzed customer-segments to move from early adopters to the early majority.
 
Media, Communication and Collaboration Content:
The seminars by Jesper Koppel and his colleagues will focus on essential elements in media and communication for optimal market impact of the new breakthroughs: Using effective media to support the strategy – mainly involving the making of a video to capture a wide range of viewers on YouTube.

Teaching on how to make a video:
  • What tools to use that are easily available and simple to use
  • How to make use of existing videos – and cut different relevant sections together
  • How to add music to the video
  • How to combine video in motion and pictures/slideshows
  • What distinguishes the videos that get many views on YouTube
  • What distinguishes good videos that communicate messages that make people aware of the benefits of using renewable energy and renewable materials – as opposed to relying on fossil fuels and using non-renewable materials (search, for example, “Nissan Leaf and Polar Bear” on www.youtube.com/watch?v=BNeEVkhTutY)
Teaching methods
Structure and Teaching:
The course is mainly based on independent work performed in groups of 3-6 students coming both from CBS/OIE/MIB; DTU and KU. All groups will receive regular teaching on a weekly basis, including coaching and progress review sessions – held every second week.
To the extent possible, we will encourage students to present results also in the context of different ecopreneurship competitions and initiatives such as sustainability-focused parts of Venture Cup, CONNECT Øresund Top 10; CBS Goes Green and the Stanford Global Innovation Contest.
Expected literature
Alvarez, S. and Barney, J. (2007) ‘Discovery and creation: alternative theories of entrepreneurial action’, Strategic Entrepreneurship Journal, Vol. 1, Is. 1-2, pp. 11–26.
 
Brandenburger, A. M. & Nalebuff, B. (1996). Co-opetition: A Revolution Mindset That Combines Competition and Cooperation.The Game Theory Strategy That's Changing the Game of Business, Yale School of Management, HarperCollins, London, 340 pages.
 
Chesbrough, H. (2007) ‘Business model innovation: it's not just about technology anymore’, Strategy & Leadership, Vol. 35 Issue 6, pp. 12-17.
 
Chesbrough, H. (2010) Business Model Innovation: Opportunities and Barriers, Long Range Planning, vol 43, pp. 354-363.
 
Chesbrough, H. and Schwartz, K. (2007): ‘Innovating Business Models with Co-development Partnerships.’ Research – Technology Management, January-February 2007, pp. 55-59.
 
Harryson, S. (2008) ‘Entrepreneurship Through Relationships – Navigating from Creativity to Commercialisation’, R&D Management, Vol. 38, No. 3, pp. 290-310.
 
Johnson, M. W., Christensen, C. M., and Kagermann, H. (2008): ‘Reinventing Your Business Model’. Harvard Business Review, December 2008, pp. 51-59.
 
Kachaner N., Lindgardt, Z.,  and Michael, D. (2011). ‘Innovating low-cost business models.’ Emerald Group Publishing Limited, Vol. 39 No. 2, 43-48.
 
Karnøe, P. & Garud R. (2003), Co-Creation processes in the emerging Danish Wind turbine field, working paper, 13 pages.
 
Kim, W. C. & Mauborgne, R. (2005) ‘Blue Ocean Strategy: From Theory to Practice’. California Management Review Spring, vol. 47, no. 3, pp. 105-121.
 
Kim, W. C. & Mauborgne, R. (2009) ‘How Strategy shapes Structure’. Harvard Business Review, September, pp. 72-80
 
Kohler, T., Fueller, J., Matzler, K. & Stieger, D. (2011) Co-Creation in Virtual Worlds: The Design of the User Experience, MIS Quarterly, vol. 35 issue 3 pp.773-788.
 
Markides and Geroski (2004) ‘Racing to be 2nd’, Business Strategy Review, Winter 2004, pp. 25-31.
 
Osterwalder, A and Pigneur, Y. (2010): ‘Business Model Generation: A Handbook for Visionaries, Game Changers, and Challengers’. Wiley & Sons, 300 pages.
 
Oviatt, B., & McDougall, P. (2005). Defining international entrepreneurship and modeling the speed of internationalization.Entrepreneurship Theory and Practice, 29(5), 537-550.
 
Payne, A. F., Storbacka, K. & Frow, P. (2008) Managing the co-creation of value, Academy of Marketing Science, vol 36, August, pp. 83-96.
 
Prahalad, C. and Ramaswamy, V. (2000) Co-opting Customer Competence. Harvard Business Review, 78 (1), p.3
 
Ramaswamy, V. and Gouillart, F. (2010), Building the Co-creative Enterprise, Harvard Business Review, October. pp. 100-109.
 
Ramaswamy, V. and Gouillart, F. (2010) The Power of Co-creation, New York, Free Press, 360 pages.
 

Last updated on 23-10-2013